In a move that some ardent viewers considered shocking, cast and crew from "Saturday Night Live" recently crafted three ads for Pepsi that mentions and showcases cans and logos of Pepsi Cola a into three different executions of "MacGruber," a long-running spoof of the old "MacGyver" TV series.
The ads looked just like "SNL" skits but ran during commercial breaks on the Jan. 31 edition of the show. One of the ads also appeared during the recent Super Bowl. AdAge also reports that Pepsi's ad agency, Omnicom Group's TBWA/Chiat/Day, had little if any involvement in the commercials.
"We definitely feel like it's not a one-off," said Pepsi-Cola North America spokeswoman Nicole Bradley, who suggested Pepsi would be interested in working with both "Saturday Night Live" and other TV programs in the future. "It's a very determined step to connect with consumers in a new, contemporary way."
By using a well-established entertainment portfolio in unique ways, brands can certainly get their messaging across in fresh and innovative ways.